Segmentation Of Britannia

Eat Healthy, Think Better

Segmentation Assignment By
Joel Johnson – 25
PG A
Products considered - Biscuits, Rusks & Breads
About Britannia

• Britannia Industries Limited was founded in 1892 and is headquartered

in Kolkata. It is one of India's oldest existing companies. It is now part of
the Wadia Group.
• It is one of India’s leading food companies with a 100 year legacy and
annual revenues in excess of Rs. 9000 Cr.
• Britannia is among the most trusted food brands, and manufactures
India’s favorite brands like Good Day, Tiger, NutriChoice, Milk Bikis and
Marie Gold which are household names in India.
• Britannia’s product portfolio includes Biscuits, Bread, Cakes, Rusk, and
Dairy products including Cheese, Beverages, Milk and Yoghurt.
• Britannia products are available across the country in close to 5 million
retail outlets and reach over 50% of Indian homes.
 Segmentation Of Britannia
Demographic Segmentation

Age Income
Products such as Treat Jim Jam, Milk Bikis,
Children Treat Creme Wafer, etc

Products such as Good Day chunkies,

Young Nutrichoice cookies, Bour Bon etc.

Matured/ Products such as Marie Gold, Multigrain

Rusk, etc.
Old
 Segmentation Of Britannia
Demographic Segmentation

Age Income

Low Income Middle/High Income

Tiger Biscuits, Marie Biscuits, Good Day Chunkies, Pure

Little Hearts, etc. Magic Deuce, Nutri Choice
Digestive buiscuits, Premium
bake rusk, Honey Oats
bread, etc
 Segmentation Of Britannia
Geographic Segmentation

Rural Urban

 Products such as whole wheat breads, dairy whitener, etc. gratifies

urban consumers from Tier 1 and tier 2 cities.

 Most rural consumers aren’t accustomed to bread on their breakfast

tables.
 Segmentation Of Britannia
Behavioral Segmentation

Benefits Usage Rate

 Benefits - Wheat and multigrain breads, multigrain rusk, Nutrichoice
cookies and biscuits are presumed to be healthier. These products are for
people who are conscious about their health and are seeking a healthy life.

Usage Rate -Marie Gold, Little Hearts is for High Usage Rate Customers
whereas Nutrichoice digestive cookies and Honey Oats bread are for low
usage customers.
 Segmentation Of Britannia
Psychographic Segmentation

Lifestyle

 Lifestyle – People who lead a healthy lifestyle prefers multigrain breads,

oats cookies, etc.
 Conclusion

 Britannia is a well known brand in India. They have managed to successfully

enter almost all the segments and cover entire population and area.

Suggestion

 Britannia can make use of occasions such as festivals. People usually distribute
snacks to visitors during festivals. Britannia can target this segment. Good day
cookies and chunkies can be distributed.

 They can also sell a gift pack of chocolate biscuits and cookies during festivals.